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LinkedIn Survey Finds Most Tech Buyers Engage Socially With IT Vendors

December 12, 2012
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In a study that underscores the importance of social media in the technology buying process, LinkedIn found that almost three-quarters of tech buyers engage with IT vendors on social networks as part of their decision process. The report, “IT Purchasing Goes Social,” was based on an online survey of 1,176 global IT decision-makers, conducted by Forrester Research for LinkedIn in the third quarter. “Within the technology sector, we have been seeing a rapid evolution of digital technologies and what looks like big adoption of social media,” said Mike Weir, head of the category development-technology sector at LinkedIn...

 

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New Developments in B-to-B Loyalty Marketing
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Business marketers have much to gain from retention marketing. Business customers tend to be fewer and more valuable—meaning you can't afford to lose even one. But how do you keep your customers active and buying from you, versus the competition?  How do you prevent defection? Let's look at the traditional approaches to retention marketing in B-to-B, plus some new developments in loyalty marketing being adopted by B-to-B marketers today, including social media and gamification.
 
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There. I've said it out loud. Now let the crucifixion begin. But before you write a retaliatory remark, hear me through. While I strongly believe that B-to-B marketing strategies can leverage many different marketing channels, I don't think social media is at the top of my "things-I-must-do-to-help-drive-my-business-forward" list. Why? Because too many brands still need to get their act together in the basics, before spending precious resources chasing their tails on platforms that will yield very little to the bottom line.
 

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